Dealers look for long term web gains

Whilst for a number of us that life-changing experience is yet to present itself it was uplifting to see from the survey results that the vast majority of our respondents (96 per cent) actively market their wares via their own websites. Browsing through a number of dealer sites it is clear that the e-commerce opportunity has been taken very seriously with some extremely sophisticated but user-friendly websites on display. It appears that dealers have particularly embraced the opportunity with regard to used cars more so than with new, with some very advanced applications already in use. The survey response was almost overwhelming in favour of vehicle sales opportunities as opposed to those of service or parts. However, during my web browsing I happened to stumble across a Land Rover dealer that had the most stunning parts distribution system. On further investigation it emerged that the dealer is hugely successful on a worldwide basis supplying parts to all manner of customers including owners' clubs. Whilst all of this is apparent, it is also evident that for many dealers traditional business methods still prevail, although the majority seem confident that internet generated business will grow significantly in the years to come. Ian Simpson Sales and marketing director